Inside the PRLW Style Show: Featuring STS Ranchwear

STS Ranchwear was proud to sponsor the Pro Rodeo League Women’s Style Show and Luncheon, held at the South Point Casino in Las Vegas during this year’s National Finals Rodeo. The event raised $135,000 for the Justin Cowboy Crisis Fund (JCCF), an organization that dedicates 100% of all contributions directly to eligible applicants. Founded by cowboys for cowboys, the JCCF exists to help ease the financial burden caused by injuries sustained in professional rodeo.

STS Ranchwear’s segment of the style show featured a blend of dancers and models, highlighted by a special performance from Stran and Jennifer Smith’s daughter, Selah. She performed a Lainey Wilson cover of “Wildflowers and Wild Horses,” followed by a bluegrass song that helped bring the event to a close.

The show was not only a tremendous fundraising success, but also a meaningful way to honor the close-knit community connected to professional rodeo. Clothing is an expression of self and culture, and our designs tell a clear story: a deep appreciation for the Western way of life.

The models who walked the runway are wives, family members, and athletes within the rodeo community—many with direct ties to the National Finals Rodeo. They generously volunteer their time to support a foundation that has helped so many within the industry. One such model, Kelsey Howard, who wore our Jessie Jacket paired with the Boho Cowgirl Large Tote, shared her personal connection to the cause. Kelsey’s husband, Chance Howard, an NFR qualifier, was injured while competing in 2022.

Through support from the Justin Cowboy Crisis Fund, Kelsey was able to focus on her family and her husband’s recovery without the added financial strain that time away from rodeo can bring. “The foundation gave our family peace of mind,” she shared. As Jennifer Smith put it, “This is why we do what we do.”

STS Ranchwear was honored to stand alongside fellow western industry brands in support of such a meaningful cause. We value opportunities to give back, strengthen community ties, and support those who make the western way of life possible—and we look forward to participating in future events.